Unfortunately, the image offers little additional information about the Waterloo, Ont.-based company’s forthcoming advertising blitz to promote its new BlackBerry 10 (BB10) operating system and the Z10, the first next generation BlackBerry smartphone to be powered by the new software.

“This unique execution will be part of a broad marketing campaign about the totally re-designed, re-engineered and re-invented BlackBerry,” the company said in an email.

Related

RIM officially rebranded itself as simply “BlackBerry” earlier this week at a splashy New York media event to officially launch the BlackBerry 10 platform and the first two devices to run on the new software.

BlackBerry is set to embark on a major advertising campaign to promote the Z10, which launches in Canada next week and will go on sale in the United States in mid-March.

Over the past year since taking over as chief executive, Thorsten Heins and his team at BlackBerry have worked to roughly double the company’s cash position to US$2.9-billion, in part to fund the company’s advertising war chest as it seeks to drum up support for BB10.

BlackBerry officials have identified success in the coveted U.S. smartphone market — a market RIM once dominated but where the company has since fallen behind Apple’s iPhone and devices running Google Inc.’s Android software — as key to any potential turnaround.

BlackBerry has been relatively tight lipped about its advertising strategy, which will face stiff competition from the world beating marketing of rival Apple Inc., and will be going head to head for Super Bowl attention with a new ad from Samsung Electronics Corp. featuring Hollywood actors Seth Rogen and Paul Rudd.

“The idea for the marketing for BB10 is really to put the device and the product experience in the hands of BlackBerry fans and let them be delighted by the experience and then talk about it,” RIM’s chief marketing officer Frank Boulben said in a recent interview with the Financial Post.

“We have a clear audience in mind,” he said. “Users who have three main characteristics … they are hyper-connected, they are multi-taskers and they are about getting things done. They are doers. Achievers.”